This post was most recently updated on December 18th, 2018
Thanks to technology, you can test out a number of ideas cultivate brand build and strong brand equity. This is especially beneficial for small businesses that might not have the resources and tools to upscale themselves.
But things have changed. Today, small businesses, freelancers, and retailers can create their own website and kick-start their venture. However, for any kind of business to succeed, you need to figure out a way to market your brand. And that’s exactly what we’re going to teach you in this blog post.
How to Build and Market Your Brand
Step 1: Do your Research
First thing’s first, you need to start doing some solid research. This starts by defining your target audience so if you haven’t created a buyer persona yet, now’s the time. This’ll help you answer important questions like:
- What’s unique about the products/services you’re offering?
- What needs are you trying to fulfill by bringing your products/services to the market?
- Why will customers choose your products and services instead of your competitor’s? (brand salience is important!)
So you see, you ought to have all these things figured out since it’ll all play a crucial role in creating brand identity and strong brand build.
Step 2: Create Your Brand Identity
Once you’ve done your research, it’s time you start focusing on your brand identity. This includes finalizing your brand’s look, logo, colors, fonts, aesthetics and much more. Basically, your brand identity should offer a visual representation of your story and overall brand equity.
Take Starbucks for example. The coffeehouse giant uses various elements to provide its customers the coziest experience they can get. Because that’s what their brand is ultimately all about, catering to one person, one neighborhood at a time. It’s quite smart, really.
So without wasting any time, figure out a way to define your overall style. Your brand logo can be nautical, classy, techy, minimalist or any way you like. Just make sure it captures the real essence of your brand.
Step 3: Set a Brand Tone
You’ll need to set the right tone when interacting with your customers. So apart from visuals like logos and color schemes, you’ll also need to focus on aspects of brand vocabulary and taglines.
Creating a Tagline
You’re probably aware that taglines are a small group of words, also commonly referred to as slogans. It might not seem like much but this tiny sentence has the power to convey the complete essence of your brand. Some famous taglines include:
- Coke: Open happiness
- Nike: Just do it
- Kentucky Fried Chicken: Finger Lickin’ Good
- Disney: The happiest place on earth
Step 4: Engage with your Customers
You can’t expect customers to just know about your brand! You’ll need to reach out to them. Regular engagement includes writing up emails, creating social media posts and newsletters. These are all important aspects of marketing your brand.
But at the same time, it’s worth pondering on what platforms would be more suitable for your brand. For instance, a tech company is unlikely to benefit from Pinterest while a crafter can creatively use the platform to showcase their work.
Step 5: Leverage Social Media
Leveraging social media is perhaps the best way to market your brand. It helps create a buzz and also gives you the opportunity to learn more about your audience. Consider getting influencers on board to get the word out about your brand. This is among the simplest approach to marketing your brand, even if you’re on a tight budget.
Step 6: Build Customer Relationships
Did you know it’s a lot more difficult to keep a customer as opposed to getting a new one? Well, that’s why it’s so important you establish strong relationships and that’s possible via email marketing.
Apart from increasing sales and revenue, collecting emails actually protects your business in the long run. You see, with an email list, you’d still be able to promote your business even if your social media accounts are suspended or your search engine rankings falter.
So ask customers to drop their email addresses. You can encourage customers to do so by offering freebies such as a detailed eBook or perhaps a free checklist. This is a great way to cultivate strong brand build and attract more customers.
Wrapping it up
We hope you’ve enjoyed reading our ultimate brand build guide. Do you have other amazing tips and tricks in mind? Tell us in the comment section below!